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OCR Level 2Cambridge Technicals
in Business
Unit 5: Marketing campaigns
Marketing campaigns
Marketing campaign of product/service
The main beneficiaries of campaign
The target audience
The main purpose of the campaign
The organisation running the campaign
The types of business campaigns
Private sector businesses; eg cinema, bank, retailers (shops)
An official body; local authority organisations eg library
Government organisations eg Army, Police, Fire
Non government organisations; Charities such as Oxfam, Save the Children
Activity: Select one of these organisations and describe what the campaign was about
Target audienceMass market: This is for everyone to see, to inform them, entertain the audience to ensure that they react to the advertising campaign and buy the product or service
Niche market: This is aimed at a certain audience who are specific and highly targeted in terms of the product or service
Activity: Write down two paragraphs describing one product/service that is for the Mass market and another for the Niche market explaining why you consider it to be for this audience.
Tactics of campaignsMost organisations try to aim for a good reaction towards the campaign so that they gain excellent salesSome organisations create a campaign that is difficult to understand or disliked by the mass market but can get people talking about it!Activity: In pairs think of some examples of advertising campaigns which have had a positive reaction or a negative reaction from the general public. Why is this?
Purpose of campaigns
Inform about the launch of a new or existing product
Raise awareness of new product/service
Alert an audience to an event
To remind customers a company is already well established
Who benefits?Retail organisations that stock the products/services and the manufacturers who make the products/services
Retailer: profile of the business rises, profits rise because of increased sales
Manufacturers: Raise awareness of portfolio of products/services
Stakeholders (people involved in the business) with association to products/services
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